{"id":32510,"date":"2024-09-18T10:29:39","date_gmt":"2024-09-18T08:29:39","guid":{"rendered":"https:\/\/www.pellybutik.se\/?p=32510"},"modified":"2024-09-18T10:30:32","modified_gmt":"2024-09-18T08:30:32","slug":"malin-sundstrom-fran-varukorgens-val-till-framtidens-handel","status":"publish","type":"post","link":"https:\/\/pellybutik.se\/no\/malin-sundstrom-fran-varukorgens-val-till-framtidens-handel\/","title":{"rendered":"Malin Sundstr\u00f6m: Fr\u00e5n varukorgens val till framtidens handel"},"content":{"rendered":"[vc_row type=»in_container» full_screen_row_position=»middle» column_margin=»default» column_direction=»default» column_direction_tablet=»default» column_direction_phone=»default» scene_position=»center» text_color=»dark» text_align=»left» row_border_radius=»none» row_border_radius_applies=»bg» overflow=»visible» overlay_strength=»0.3″ gradient_direction=»left_to_right» shape_divider_position=»bottom» bg_image_animation=»none» gradient_type=»default» shape_type=»»][vc_column column_padding=»no-extra-padding» column_padding_tablet=»inherit» column_padding_phone=»inherit» column_padding_position=»all» column_element_direction_desktop=»default» column_element_spacing=»default» desktop_text_alignment=»default» tablet_text_alignment=»default» phone_text_alignment=»default» background_color_opacity=»1″ background_hover_color_opacity=»1″ column_backdrop_filter=»none» column_shadow=»none» column_border_radius=»none» column_link_target=»_self» column_position=»default» gradient_direction=»left_to_right» overlay_strength=»0.3″ width=»1\/1″ tablet_width_inherit=»default» animation_type=»default» bg_image_animation=»none» border_type=»simple» column_border_width=»none» column_border_style=»solid»][vc_row_inner column_margin=»default» column_direction=»default» column_direction_tablet=»default» column_direction_phone=»default» text_align=»left» row_position=»default» row_position_tablet=»inherit» row_position_phone=»inherit» overflow=»visible» pointer_events=»all»][vc_column_inner column_padding=»no-extra-padding» column_padding_tablet=»inherit» column_padding_phone=»inherit» column_padding_position=»all» column_element_direction_desktop=»default» column_element_spacing=»default» desktop_text_alignment=»default» tablet_text_alignment=»default» phone_text_alignment=»default» background_color_opacity=»1″ background_hover_color_opacity=»1″ column_backdrop_filter=»none» column_shadow=»none» column_border_radius=»none» column_link_target=»_self» overflow=»visible» gradient_direction=»left_to_right» overlay_strength=»0.3″ width=»1\/6″ tablet_width_inherit=»default» animation_type=»default» bg_image_animation=»none» border_type=»simple» column_border_width=»none» column_border_style=»solid»][\/vc_column_inner][vc_column_inner column_padding=»no-extra-padding» column_padding_tablet=»inherit» column_padding_phone=»inherit» column_padding_position=»all» column_element_direction_desktop=»default» column_element_spacing=»default» desktop_text_alignment=»default» tablet_text_alignment=»default» phone_text_alignment=»default» background_color_opacity=»1″ background_hover_color_opacity=»1″ column_backdrop_filter=»none» column_shadow=»none» column_border_radius=»none» column_link_target=»_self» overflow=»visible» gradient_direction=»left_to_right» overlay_strength=»0.3″ width=»2\/3″ tablet_width_inherit=»default» animation_type=»default» bg_image_animation=»none» border_type=»simple» column_border_width=»none» column_border_style=»solid»][vc_column_text css=»» text_direction=»default»]\n

Malin Sundstr\u00f6m, professor vid H\u00f6gskolan V\u00e4st, ser handeln som framtidens m\u00f6tesplats och arbetar med projekt f\u00f6r att utveckla stadsk\u00e4rnor med hj\u00e4lp av digitala innovationer. Med insikter om handelns anpassningsf\u00f6rm\u00e5ga vill hon skapa flexibla, h\u00e5llbara l\u00f6sningar f\u00f6r framtiden.<\/p>\n[\/vc_column_text][divider line_type=»No Line» custom_height=»32″][\/vc_column_inner][vc_column_inner column_padding=»no-extra-padding» column_padding_tablet=»inherit» column_padding_phone=»inherit» column_padding_position=»all» column_element_direction_desktop=»default» column_element_spacing=»default» desktop_text_alignment=»default» tablet_text_alignment=»default» phone_text_alignment=»default» background_color_opacity=»1″ background_hover_color_opacity=»1″ column_backdrop_filter=»none» column_shadow=»none» column_border_radius=»none» column_link_target=»_self» overflow=»visible» gradient_direction=»left_to_right» overlay_strength=»0.3″ width=»1\/6″ tablet_width_inherit=»default» animation_type=»default» bg_image_animation=»none» border_type=»simple» column_border_width=»none» column_border_style=»solid»][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=»full_width_content» full_screen_row_position=»middle» column_margin=»default» equal_height=»yes» content_placement=»middle» column_direction=»default» column_direction_tablet=»default» column_direction_phone=»default» bg_color=»#ffffff» scene_position=»center» text_color=»dark» text_align=»left» row_border_radius=»none» row_border_radius_applies=»bg» overflow=»visible» overlay_strength=»0.3″ gradient_direction=»left_to_right» shape_divider_position=»bottom» bg_image_animation=»none»][vc_column column_padding=»padding-10-percent» column_padding_tablet=»inherit» column_padding_phone=»inherit» column_padding_position=»all» column_element_direction_desktop=»default» column_element_spacing=»default» desktop_text_alignment=»default» tablet_text_alignment=»default» phone_text_alignment=»default» background_color=»#f4f4f4″ background_color_opacity=»1″ background_hover_color_opacity=»1″ column_backdrop_filter=»none» column_shadow=»none» column_border_radius=»none» column_link_target=»_self» column_position=»default» gradient_direction=»left_to_right» overlay_strength=»0.3″ width=»1\/2″ tablet_width_inherit=»default» animation_type=»default» bg_image_animation=»none» border_type=»simple» column_border_width=»none» column_border_style=»solid»][vc_row_inner column_margin=»default» column_direction=»default» column_direction_tablet=»default» column_direction_phone=»default» text_align=»left» row_position=»default» row_position_tablet=»inherit» row_position_phone=»inherit» overflow=»visible» pointer_events=»all»][vc_column_inner column_padding=»no-extra-padding» column_padding_tablet=»inherit» column_padding_phone=»inherit» column_padding_position=»all» column_element_direction_desktop=»default» column_element_spacing=»default» desktop_text_alignment=»default» tablet_text_alignment=»default» phone_text_alignment=»default» background_color_opacity=»1″ background_hover_color_opacity=»1″ column_backdrop_filter=»none» column_shadow=»none» column_border_radius=»none» column_link_target=»_self» overflow=»visible» gradient_direction=»left_to_right» overlay_strength=»0.3″ width=»1\/1″ tablet_width_inherit=»default» animation_type=»default» enable_animation=»true» animation=»fade-in-from-bottom» animation_easing=»default» bg_image_animation=»none» border_type=»simple» column_border_width=»none» column_border_style=»solid»][vc_column_text css=»» text_direction=»default»]\n

I en vardag fylld av sk\u00e4rmar, mobiltelefoner och e-handel har Malin Sundstr\u00f6m, professor vid H\u00f6gskolan V\u00e4st, alltid varit fascinerad av de val vi g\u00f6r som konsumenter. Men f\u00f6r henne handlar det inte enbart om produkterna vi k\u00f6per, utan varf\u00f6r vi v\u00e4ljer dem. \u201dIbland brukar jag sk\u00e4mtsamt s\u00e4ga att jag \u00e4lskar tre saker: m\u00e4nniskor, saker och pengar. Och om man gillar de tre sakerna, ja, d\u00e5 \u00e4r detaljhandel ett fantastiskt omr\u00e5de\u201d, s\u00e4ger hon med ett skratt.\u00a0 <\/span>Det \u00e4r h\u00e4r hennes forskningsresa tog sin b\u00f6rjan.<\/p>\n

Resan mot handelns digitalisering<\/b><\/p>\n

Det hela b\u00f6rjade med konsumentens beteende, d\u00e4r nyfikenheten p\u00e5 varf\u00f6r vi v\u00e4ljer just den d\u00e4r H\u00f6n\u00f6kakan i st\u00e4llet f\u00f6r att baka br\u00f6d fr\u00e5n grunden fick henne att dyka djupare. Men resan har utvecklats till n\u00e5got mycket st\u00f6rre. Idag studerar hon inte bara v\u00e5ra val, utan \u00e4ven hur hela handeln omformas av nya digitala tekniker.<\/p>\n

\u201dE-handel var ett av mina f\u00f6rsta stora intressen. N\u00e4r mobilen blev v\u00e5r ‘fj\u00e4rrkontroll’ f\u00f6r\u00e4ndrades kundbeteendet radikalt\u201d, s\u00e4ger Malin. Detta beteendeskifte \u2013 d\u00e4r konsumenter f\u00f6rv\u00e4ntar sig s\u00f6ml\u00f6s integrering mellan butik och online \u2013 fick henne att unders\u00f6ka omnikanaler och hur handeln m\u00e5ste digitaliseras f\u00f6r att h\u00e4nga med.<\/p>\n

Malin ber\u00e4ttar om hur butiker alltmer utnyttjar nya verktyg som interaktiva sk\u00e4rmar och sj\u00e4lvskanning. Men nu har hennes intresse skiftat. Hon tittar mer p\u00e5 hur handeln kan spela en central roll i framtidens samh\u00e4lle, framf\u00f6r allt i en tid d\u00e5 butiker minskar i antal. \u201dMan pratar ibland om butiksd\u00f6den, men jag \u00e4r mer intresserad av hur handeln kan forts\u00e4tta vara en m\u00f6tesplats.\u201d<\/p>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column column_padding=»no-extra-padding» column_padding_tablet=»inherit» column_padding_phone=»inherit» column_padding_position=»all» column_element_direction_desktop=»default» column_element_spacing=»default» desktop_text_alignment=»default» tablet_text_alignment=»default» phone_text_alignment=»default» background_color_opacity=»1″ background_hover_color_opacity=»1″ background_image=»32442″ background_image_position=»center top» background_image_stacking=»default» enable_bg_scale=»true» background_image_loading=»default» column_backdrop_filter=»none» column_shadow=»none» column_border_radius=»none» column_link_target=»_self» column_position=»default» gradient_direction=»left_to_right» overlay_strength=»0.3″ width=»1\/2″ tablet_width_inherit=»default» animation_type=»default» bg_image_animation=»none» border_type=»simple» column_border_width=»none» column_border_style=»solid» column_padding_type=»default» gradient_type=»default»][\/vc_column][\/vc_row][vc_row type=»full_width_content» full_screen_row_position=»middle» column_margin=»default» equal_height=»yes» content_placement=»middle» column_direction=»default» column_direction_tablet=»default» column_direction_phone=»default» bg_color=»#ffffff» scene_position=»center» text_color=»dark» text_align=»left» row_border_radius=»none» row_border_radius_applies=»bg» overflow=»visible» overlay_strength=»0.3″ gradient_direction=»left_to_right» shape_divider_position=»bottom» bg_image_animation=»none»][vc_column column_padding=»no-extra-padding» column_padding_tablet=»inherit» column_padding_phone=»inherit» column_padding_position=»all» column_element_direction_desktop=»default» column_element_spacing=»default» desktop_text_alignment=»default» tablet_text_alignment=»default» phone_text_alignment=»default» background_color_opacity=»1″ background_hover_color_opacity=»1″ background_image=»32445″ background_image_position=»center center» background_image_stacking=»default» background_image_loading=»default» column_backdrop_filter=»none» column_shadow=»none» column_border_radius=»none» column_link_target=»_self» column_position=»default» gradient_direction=»left_to_right» overlay_strength=»0.3″ width=»1\/2″ tablet_width_inherit=»default» animation_type=»default» bg_image_animation=»none» border_type=»simple» column_border_width=»none» column_border_style=»solid» column_padding_type=»default» gradient_type=»default»][\/vc_column][vc_column column_padding=»padding-10-percent» column_padding_tablet=»inherit» column_padding_phone=»inherit» column_padding_position=»all» column_element_direction_desktop=»default» column_element_spacing=»default» desktop_text_alignment=»default» tablet_text_alignment=»default» phone_text_alignment=»default» background_color=»#f4f4f4″ background_color_opacity=»1″ background_hover_color_opacity=»1″ column_backdrop_filter=»none» column_shadow=»none» column_border_radius=»none» column_link_target=»_self» column_position=»default» gradient_direction=»left_to_right» overlay_strength=»0.3″ width=»1\/2″ tablet_width_inherit=»default» animation_type=»default» bg_image_animation=»none» border_type=»simple» column_border_width=»none» column_border_style=»solid»][vc_row_inner column_margin=»default» column_direction=»default» column_direction_tablet=»default» column_direction_phone=»default» text_align=»left» row_position=»default» row_position_tablet=»inherit» row_position_phone=»inherit» overflow=»visible» pointer_events=»all»][vc_column_inner column_padding=»no-extra-padding» column_padding_tablet=»inherit» column_padding_phone=»inherit» column_padding_position=»all» column_element_direction_desktop=»default» column_element_spacing=»default» desktop_text_alignment=»default» tablet_text_alignment=»default» phone_text_alignment=»default» background_color_opacity=»1″ background_hover_color_opacity=»1″ column_backdrop_filter=»none» column_shadow=»none» column_border_radius=»none» column_link_target=»_self» overflow=»visible» gradient_direction=»left_to_right» overlay_strength=»0.3″ width=»1\/1″ tablet_width_inherit=»default» animation_type=»default» enable_animation=»true» animation=»fade-in-from-bottom» animation_easing=»default» bg_image_animation=»none» border_type=»simple» column_border_width=»none» column_border_style=»solid»][vc_column_text css=».vc_custom_1726564255890{padding-right: 10% !important;}» text_direction=»default»]\n

Framtidens m\u00f6tesplatser<\/b><\/p>\n

Professorn f\u00f6rklarar att handel inte bara handlar om att s\u00e4lja produkter, utan ocks\u00e5 om att skapa m\u00f6ten mellan m\u00e4nniskor. Hon driver nu ett projekt i samarbete med Trollh\u00e4ttans stad, d\u00e4r hon utvecklar digitala innovationer f\u00f6r att g\u00f6ra stadsk\u00e4rnan mer attraktiv. \u201dDet handlar om att skapa platser d\u00e4r folk vill samlas, d\u00e4r det \u00e4r liv och r\u00f6relse, och d\u00e4r handeln kanske inte l\u00e4ngre \u00e4r den sj\u00e4lvklara motorn.\u201d<\/p>\n

Det \u00e4r en balansg\u00e5ng mellan digitalisering och den fysiska butiken. \u201dHandeln m\u00e5ste vara snabbfotad och flexibel. Vi m\u00e5ste v\u00e5ga t\u00e4nka annorlunda, kanske g\u00f6ra saker som verkar lite galna, som att experimentera med flexibla butiksytor eller innovativa kundupplevelser\u201d, s\u00e4ger Malin med en gnista i \u00f6gonen. Hon pekar p\u00e5 exempel som pop up-butiker och de kreativa l\u00f6sningar som testats i storst\u00e4der som London och Seoul, d\u00e4r handeln m\u00f6ter kunden p\u00e5 ov\u00e4ntade platser, som i tunnelbanan.<\/p>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=»full_width_content» full_screen_row_position=»middle» column_margin=»default» equal_height=»yes» content_placement=»middle» column_direction=»default» column_direction_tablet=»default» column_direction_phone=»default» bg_color=»#ffffff» scene_position=»center» text_color=»dark» text_align=»left» row_border_radius=»none» row_border_radius_applies=»bg» overflow=»visible» overlay_strength=»0.3″ gradient_direction=»left_to_right» shape_divider_position=»bottom» bg_image_animation=»none»][vc_column column_padding=»padding-10-percent» column_padding_tablet=»inherit» column_padding_phone=»inherit» column_padding_position=»all» column_element_direction_desktop=»default» column_element_spacing=»default» desktop_text_alignment=»default» tablet_text_alignment=»default» phone_text_alignment=»default» background_color=»#f4f4f4″ background_color_opacity=»1″ background_hover_color_opacity=»1″ column_backdrop_filter=»none» column_shadow=»none» column_border_radius=»none» column_link_target=»_self» column_position=»default» gradient_direction=»left_to_right» overlay_strength=»0.3″ width=»1\/1″ tablet_width_inherit=»default» animation_type=»default» bg_image_animation=»none» border_type=»simple» column_border_width=»none» column_border_style=»solid»][vc_row_inner column_margin=»default» column_direction=»default» column_direction_tablet=»default» column_direction_phone=»default» text_align=»left» row_position=»default» row_position_tablet=»inherit» row_position_phone=»inherit» overflow=»visible» pointer_events=»all»][vc_column_inner column_padding=»no-extra-padding» column_padding_tablet=»inherit» column_padding_phone=»inherit» column_padding_position=»all» column_element_direction_desktop=»default» column_element_spacing=»default» desktop_text_alignment=»default» tablet_text_alignment=»default» phone_text_alignment=»default» background_color_opacity=»1″ background_hover_color_opacity=»1″ column_backdrop_filter=»none» column_shadow=»none» column_border_radius=»none» column_link_target=»_self» overflow=»visible» gradient_direction=»left_to_right» overlay_strength=»0.3″ width=»1\/1″ tablet_width_inherit=»default» animation_type=»default» enable_animation=»true» animation=»fade-in-from-bottom» animation_easing=»default» bg_image_animation=»none» border_type=»simple» column_border_width=»none» column_border_style=»solid»][vc_column_text css=»» text_direction=»default»]\n

\u201dPermakrisen\u201d \u2013 En ny verklighet<\/b><\/p>\n

Malin Sundstr\u00f6m har under pandemin f\u00f6ljt flera stora skandinaviska detaljhandelskedjor, och hon beskriver den tid vi lever i som en \u201dpermakris\u201d. \u201dDet \u00e4r inte bara pandemin \u2013 vi har krig, energikriser och inflation. Men en sak har f\u00f6r\u00e4ndrats till det b\u00e4ttre: de h\u00e4r kedjorna har blivit skickligare p\u00e5 att hantera os\u00e4kerhet. F\u00f6rr blev de n\u00e4stan lamslagna av of\u00f6rutsedda h\u00e4ndelser, men idag \u00e4r de snabbare p\u00e5 att anpassa sig.\u201d<\/p>\n

Hon beskriver en detaljhandelsbransch som, trots sin storlek och komplexitet, b\u00f6rjar f\u00f6rst\u00e5 att samarbete och flexibilitet \u00e4r v\u00e4gen fram\u00e5t. \u201dF\u00f6rr var man konkurrenter som h\u00f6ll h\u00e5rt p\u00e5 sina egna kort, men nu inser man att vi m\u00e5ste hj\u00e4lpa varandra f\u00f6r att \u00f6verleva.\u201d<\/p>\n

Fr\u00e5n akademin till golfbanan<\/b><\/p>\n

Men vad driver egentligen en forskare som Malin Sundstr\u00f6m? Svaret \u00e4r enkelt: energi. Och f\u00f6r att h\u00e4mta energi beh\u00f6ver hon ibland l\u00e4mna akademin. \u201dJag f\u00e5r massor av energi fr\u00e5n att jobba med riktiga problem. Just nu sitter jag i en styrelse f\u00f6r ett f\u00f6retag som s\u00e4ljer sportresor, och det \u00e4r d\u00e4r jag hittar inspiration.\u201d<\/p>\n

Samtidigt f\u00e5r hon mycket av sin energi fr\u00e5n studenter. \u201dStudenter som st\u00e4ller ‘dumma’ fr\u00e5gor \u00e4r det b\u00e4sta som finns\u201d, s\u00e4ger hon med ett leende. \u201dDet \u00e4r de fr\u00e5gorna som f\u00e5r mig att t\u00e4nka om och reflektera \u00f6ver mitt eget arbete.\u201d<\/p>\n

Och n\u00e4r hon inte \u00e4r p\u00e5 kontoret eller i klassrummet hittar man henne p\u00e5 golfbanan. \u201dGolf \u00e4r som meditation f\u00f6r mig. Jag \u00e4r en urusel spelare, men det spelar ingen roll. Det \u00e4r d\u00e4r jag kopplar av.\u201d<\/span><\/p>\n

Framtiden \u00e4r snabbfotad<\/b><\/p>\n

F\u00f6r Malin \u00e4r framtiden inom handeln b\u00e5de en utmaning och en m\u00f6jlighet. \u201dJag \u00e4r helt \u00f6vertygad om att framtidens handel m\u00e5ste vara mycket mer flexibel. Vi m\u00e5ste kunna skala upp och ner, snabbt anpassa oss till kundens behov, och framf\u00f6r allt v\u00e5ga testa nya saker.\u201d<\/p>\n

N\u00e4r hon pratar om framtiden ser hon \u00e4ven nya aff\u00e4rsmodeller, d\u00e4r detaljhandeln kanske s\u00e4ljer mindre men tj\u00e4nar mer. \u201dDen cirkul\u00e4ra ekonomin \u00e4r n\u00e5got jag hoppas vi kommer att se mer av. Det handlar om att hitta skalbara, h\u00e5llbara modeller som fungerar b\u00e5de ekonomiskt och milj\u00f6m\u00e4ssigt.\u201d<\/p>\n

Med en fot i forskningen och en annan i det praktiska arbetet med att skapa framtidens m\u00f6tesplatser, \u00e4r Malin Sundstr\u00f6m en r\u00f6st som kommer att h\u00f6ras mycket fram\u00f6ver. Och precis som den d\u00e4r H\u00f6n\u00f6kakan i varukorgen, s\u00e5 vet hon exakt varf\u00f6r vi v\u00e4ljer som vi g\u00f6r.<\/p>\n

Personportr\u00e4tt<\/b><\/p>\n

Namn: <\/b>Malin Sundstr\u00f6m
\nF\u00f6retag\/befattning: <\/b>H\u00f6gskolan V\u00e4st, professor i f\u00f6retagsekonomi
\n\u00c5lder: <\/b>56 \u00e5r
\nFamilj: <\/b>Man och tv\u00e5 vuxna barn
\nLedarskapsstil:<\/b> Coachande
\nPersonliga intressen:<\/b> Golf, djur och natur
\nMotto\/citat: <\/b>Framg\u00e5ng m\u00e4ts i andras tillv\u00e4xt<\/p>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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